When a user searches with google, yahoo, or any of the other available search engines, the results that are returned in the main part of the window are called the "Organic" results. The results you see returned on your page are a result of mathematical principles determined by the operators of the particular search engine you are using. Many people call these mathematical principles the search algorithms specific to the search engine. These principles are what guide the importance and relevance of each website you see and the order of the listings is determined by those complex algorithms. The first listing in the search results have been awarded the highest ranking via the search algorithm.

What about just paying to be at the top?

One way that unscrupulous Search Engine Optimizers will claim to get you to the top is by getting you to pay to be at the top. So when someone clicks on your link, you pay google for the 'convenience'. We personally don't promote this as a viable option because the numbers show that very few people actually click these sponsored links. The numbers also show that the people that do click those links are normally less likely to buy your product. The only true way to win for you is to get your site to within the top 10 or top 5 for google and yahoo on your specific search terms.